5 Things to Consider when Repurposing Content for DOOH

May 11, 2020 6:49:00 AM

DOOH

Digital Out-Of-Home (DOOH) refers to a marketing channel involving presenting promotional content in outdoor public spaces. DOOH is flourishing due to the increasing number of digital screens installed in open areas, like roadsides, sales outlets, public transport, and more. It has become an ideal way to deliver marketing campaigns in different industries. According to a report by Magna, DOOH revenue rose to $31 billion in 2018.

Jumping into digital signage marketing and DOOH requires a team to develop the right content. Businesses often have it on their existing communication channels, but it needs repurposing. Here are some digital signage ideas to help to adapt your organization to DOOH.

Timing of Reusing

Your DOOH channel should play dynamic, interactive, and programmed content. It should run on a well-thought schedule that takes into account the opportune moments to advertise throughout the day. With real-time programmatic marketing campaigns, your business can have more control over when to play specific ads and topics.

For instance, you can set your content to reach commuters during rush hour. Or right away in the morning when they're getting their morning coffee on a Saturday, and likewise for a dinner rush.

Regardless, your advertisement should give the viewers enough time to absorb it. A display for a standing audience may not work for someone who is driving. You don’t want to pay for advertising space if your prospects won’t view your ads. 

Organizations must also factor the frequency of reusing or refreshing content. One determinant could be how often the target audience visits the digital signage location. Billboards, for instance, can reuse the same ad for months because viewers are highly transient. Conversely, frequent refreshing is necessary if your audience is constantly interacting with the content, like in a school setting, a multi-housing unit, or a corporate office building.

User Experience

When repurposing content for DOOH use, aim to provide answers to the concerns that will come to the minds of the viewers upon seeing your ad. It may be in the best interest of your business to capitalize on your sales copy or flagship product in your content. However, your digital signage marketing content should offer practical solutions to consumers easily and quickly.

Digital Signage Ideas

The viewers should not have a hard time extracting information from your content. If they face difficulties, they won’t waste time trying to understand you. If you’re promoting an event, be sure to mention the date, time, and venue. You can also include wayfinding systems to help customers to locate what they need.

Cross-promotional content is always a great way to provide a top-notch user experience. For instance, in large corporate offices and skyscrapers, many employees would like to know about information, events or services available in other areas of their building.

Broadcasting content at carefully selected locations can make them more relevant and helpful, giving your customers better shopping experiences. For instance, DOOH ads outside your store can inform prospects about new products or in-store promotions. Signage at your POS should target customers who’re already inside with ads like upselling messages or requests to subscribe to email lists.

Update Language

The digital signage marketing industry has experienced exponential progression over the past few years. DOOH has overtaken television ads, and its potential for growth seems unlimited. However, the market requires interoperable technology and similar language for the harmonization of processes and understanding among stakeholders.

Such coordination is necessary to enable agencies and advertisers to locate, purchase, and make the best use of the available DOOH advertisement inventory smoothly. Similarly, repurposing your content for digital signage requires language updating. Your ads should be in line with the language and jargon popular with the audience.

How Audience Has Changed

People have become more used to technology and online transactions than ever. The vast majority of internet users use mobile devices. If you can merge DOOH with mobile technology, you can grab the attention of consumers for brief but critical sessions for conversion.

Digital content creates a more engaging shopping experience for consumers. Customers tend to get attracted to mobile content if they have previously seen something related to it in public places.

And now, consumers can connect to businesses via smartphones and gesture recognition technologies. Futuristic digital signage content and technologies inform, give suggestions, and help consumers through the buying channel.

Digital Signage Marketing

Previous Performance & Effectiveness

While creating content for DOOH ads, you should consider the previous performance ratings and pick what works for your business. Good pieces of marketing content have straight-forward, relevant, and quantifiable calls to action. You can weigh their effectiveness to judge if you should implement them in your upcoming digital signage project.

Performance boils down to engagement times, conversion rates, and return on investment (ROI). Certain digital out of home systems offers analytics and tracking software so that you can receive hard data to support the effectiveness - or where you can improve. The content that has been winning on all these fronts has the best chance to spearhead a successful DOOH strategy.

 

No business should overlook DOOH advertising. Compared to most other methods, it’s more eye-catching, engaging, dynamic, narrative-driven, personal, and interactive. It’s quite versatile, featuring video wall, touchscreens, and mobile integrations. Use the digital signage ideas described above to repurpose your content for DOOH.

 

Topics: Video

Deborah Zupancic

Written by Deborah Zupancic

Deb is the Director of Training & Development at PTG. She is responsible for employee engagement initiatives, change management, and employee training development. In her role, she also drives learning and development plans, and leads internal teams to design, develop, and implement new initiatives that improve all aspects of the customer experience at PTG.

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